ABSTRACT

This study focused on influence of sales promotion on consumer patronage of noodles in NnamdiAzikiwe University Awka. Sales promotion is a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or service by consumers or the trade. Based on the above the objective of this study is to determine the influence price packs, context and coupons on consumer patronage of noodles. A survey research design was employed. The population of the study was 399 consumers of noodles, 283 respondents returned their questionnaire. Data was analyzed using descriptive statistics and Pearson moment correlation. The findings revealed that all the independent variables ( price packs, contest and coupons) had significant relationship with costomer patronage. Finally, the study recommended that noodles industries or companies should continue to ensure that they use price packs, contest and coupons to influence customer patronage by maintaining their current effort and improve on them when necessary.